Mass Media Reach And Effect

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Mass Media Reach and Effects:
A study done by the Indian Institute of Mass Communications, New Delhi on mass media preference and consumption in rural India called ‘A Study on Bharat Nirman Campaign’ in 2015 concluded that television is the best medium to target rural and semi-urban audiences for public service advertising. Doordarshan’s regional channels remained one of the preferred communication mediums for accessing information along with other regional channels: the use of the regional idiom would appeal to native viewers in rural areas. Newspapers and radio appeared to seriously lag behind as mass media vehicles of choice in comparison to television.
The mobile telephone had made some inroads; however, it was hardly being used as a medium
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- Repetition of doing you damage: inclusion of “you” right next to damage increases threat

2. Mukesh:
-The ad begins with the term “we” which automatically establishes a collective organizational authority of a group of experts in the viewer’s mind, increasing the credibility of arguments made from the very start of the ad.
- While the doctor is narrating the prelude to Mukesh’s story, graphic images of the patients are shown to draw in the viewer and make them pay attention to what is about to be said next; sets context for the rest of the ad.
- The naming of the protagonist and establishment of his name as “Mukesh” creates a sense of familiarity as a generic, common name has purposely been chosen to induce the viewer to think this could happen to anyone they know and is not an alien concept.
- The inclusion of Mukesh’s personal account and impactful phrases such as “I chewed gutka for only one year” highlight the dire consequences smoking can have, and also humanize the whole situation, as the shift from displaying a seemingly assertive medical expert to a vulnerable and ailing young man also subconsciously indicates to the viewer how quickly smoking can change one’s
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- The use of emotion is also employed as Mukesh says “Maybe i won’t be able to speak again” which is an example of a direct one-liner that makes a claim that although might not be entirely true, is menacing all the same because it offers a problem that can either be avoided or must be endured, and viewers are left wondering about the fate of the protagonist, forcing them to again reconsider smoking.
- The inclusion of the fact that Mukesh “could not be saved” coupled with the slowing down of the film whilst zooming into his face creates an impactful impression on the reader that leaves them feeling melancholy and even reflective of their own actions, which is what the ad ultimately aims to achieve. The use of the adverb “only” in he was “only 24” stresses upon the notion of death at such a young age and wastage of life, frightening the target audience of young male Indians into believing the same could happen to them: a sense of empathy is

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